Skip to main content
The market orientation-performance relationship: the empirical link in export ventures
Thunderbird International Business Review
  • Craig C Julian, Southern Cross University
  • Osman Mohamad, Graduate School of Business, USM
  • Zafar U Ahmed, Lebanese American University in Beirut
  • S Sefnedi, Bung Hatta University
Document Type
Publication Date
Peer Reviewed
This study examines the empirical link between three dimensions of market orientation, namely, customer orientation, competitor orientation and interfunctional coordination, and overall export marketing performance in Indonesian export market ventures. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Indonesia. The primary data for the study were collected from a self-administered mail survey of 877 export market ventures from the manufacturing sector in Indonesia resulting in a sample of 109 usable responses being returned. From the application of the multiple regression analysis it was concluded that all three dimensions of market orientation had a significant impact on export marketing performance when measured via a composite measure of export marketing performance that included economic indicators, strategic indicators, and satisfaction with performance.
Citation Information

Julian, CC, Mohamad, O, Ahmed, ZU & Sefnedi, S 2014, 'The market orientation-performance relationship: the empirical link in export ventures', Thunderbird International Business Review, vol. 56, no. 1, pp. 97-110.

Published version available from: